building and sustaining a customer centric culture (by @peoplemetrics @katefeather)
DESCRIPTION
An innovation presentation by Kate Feather at CXPA Insight Exchange 2014. You'll learn: The 5 dimensions for customer centricity How a Cx Culture Score correlates with Cx Improvement The key takeaways from this studyTRANSCRIPT
![Page 1: Building and Sustaining a Customer Centric Culture (by @peoplemetrics @katefeather)](https://reader034.vdocuments.net/reader034/viewer/2022051616/553872e84a7959016b8b47bf/html5/thumbnails/1.jpg)
Building and Sustaining A Customer Centric Culture
By Kate Feather
![Page 2: Building and Sustaining a Customer Centric Culture (by @peoplemetrics @katefeather)](https://reader034.vdocuments.net/reader034/viewer/2022051616/553872e84a7959016b8b47bf/html5/thumbnails/2.jpg)
We will cover…
Definition of Culture Intro to Cx Culture Navigator 5 Dimensions Key Takeaways Journey to Customer Centricity
![Page 3: Building and Sustaining a Customer Centric Culture (by @peoplemetrics @katefeather)](https://reader034.vdocuments.net/reader034/viewer/2022051616/553872e84a7959016b8b47bf/html5/thumbnails/3.jpg)
Cx Strategy Understanding Cx Design Measurement Governance Culture From Forrester’s Six Customer Experience Disciplines
For context…
![Page 4: Building and Sustaining a Customer Centric Culture (by @peoplemetrics @katefeather)](https://reader034.vdocuments.net/reader034/viewer/2022051616/553872e84a7959016b8b47bf/html5/thumbnails/4.jpg)
Cx Strategy Understanding Cx Design Measurement Governance Culture
“The shared values and behaviors that focus employees on delivering a great
customer experience.”
From Forrester’s Six Customer Experience Disciplines
For context…
![Page 5: Building and Sustaining a Customer Centric Culture (by @peoplemetrics @katefeather)](https://reader034.vdocuments.net/reader034/viewer/2022051616/553872e84a7959016b8b47bf/html5/thumbnails/5.jpg)
Definition of Culture
![Page 6: Building and Sustaining a Customer Centric Culture (by @peoplemetrics @katefeather)](https://reader034.vdocuments.net/reader034/viewer/2022051616/553872e84a7959016b8b47bf/html5/thumbnails/6.jpg)
Culture Employee
Engagement
=
![Page 7: Building and Sustaining a Customer Centric Culture (by @peoplemetrics @katefeather)](https://reader034.vdocuments.net/reader034/viewer/2022051616/553872e84a7959016b8b47bf/html5/thumbnails/7.jpg)
Culture Employee
Engagement
Customer Experience
![Page 8: Building and Sustaining a Customer Centric Culture (by @peoplemetrics @katefeather)](https://reader034.vdocuments.net/reader034/viewer/2022051616/553872e84a7959016b8b47bf/html5/thumbnails/8.jpg)
“Culture is what people do…
![Page 9: Building and Sustaining a Customer Centric Culture (by @peoplemetrics @katefeather)](https://reader034.vdocuments.net/reader034/viewer/2022051616/553872e84a7959016b8b47bf/html5/thumbnails/9.jpg)
…when no one is looking.”
![Page 10: Building and Sustaining a Customer Centric Culture (by @peoplemetrics @katefeather)](https://reader034.vdocuments.net/reader034/viewer/2022051616/553872e84a7959016b8b47bf/html5/thumbnails/10.jpg)
Your customer
here.
![Page 11: Building and Sustaining a Customer Centric Culture (by @peoplemetrics @katefeather)](https://reader034.vdocuments.net/reader034/viewer/2022051616/553872e84a7959016b8b47bf/html5/thumbnails/11.jpg)
Introducing the…
![Page 12: Building and Sustaining a Customer Centric Culture (by @peoplemetrics @katefeather)](https://reader034.vdocuments.net/reader034/viewer/2022051616/553872e84a7959016b8b47bf/html5/thumbnails/12.jpg)
A cross-company benchmarking study with 2,721 employee survey responses.
![Page 13: Building and Sustaining a Customer Centric Culture (by @peoplemetrics @katefeather)](https://reader034.vdocuments.net/reader034/viewer/2022051616/553872e84a7959016b8b47bf/html5/thumbnails/13.jpg)
Some companies were just starting out, and some were high Cx performers
…according to their customers
![Page 14: Building and Sustaining a Customer Centric Culture (by @peoplemetrics @katefeather)](https://reader034.vdocuments.net/reader034/viewer/2022051616/553872e84a7959016b8b47bf/html5/thumbnails/14.jpg)
![Page 15: Building and Sustaining a Customer Centric Culture (by @peoplemetrics @katefeather)](https://reader034.vdocuments.net/reader034/viewer/2022051616/553872e84a7959016b8b47bf/html5/thumbnails/15.jpg)
We uncovered 5 dimensions of a customer centric culture.
![Page 16: Building and Sustaining a Customer Centric Culture (by @peoplemetrics @katefeather)](https://reader034.vdocuments.net/reader034/viewer/2022051616/553872e84a7959016b8b47bf/html5/thumbnails/16.jpg)
75%
64%
58% 48%
Cx Gotten Worse
Cx Stayed Same
Marginal Improvement
Significant Improvement
![Page 17: Building and Sustaining a Customer Centric Culture (by @peoplemetrics @katefeather)](https://reader034.vdocuments.net/reader034/viewer/2022051616/553872e84a7959016b8b47bf/html5/thumbnails/17.jpg)
Plus, the more customer centric the culture, the more engaged the employees.
![Page 18: Building and Sustaining a Customer Centric Culture (by @peoplemetrics @katefeather)](https://reader034.vdocuments.net/reader034/viewer/2022051616/553872e84a7959016b8b47bf/html5/thumbnails/18.jpg)
71%
62% 54%
Employee Advocates
Employee Passives
Employee Detractors
Employee Advocates give an average score across the customer centricity dimensions
that is more than 30% higher than detractors.
Average Cx Score
![Page 19: Building and Sustaining a Customer Centric Culture (by @peoplemetrics @katefeather)](https://reader034.vdocuments.net/reader034/viewer/2022051616/553872e84a7959016b8b47bf/html5/thumbnails/19.jpg)
What are the 5 Dimensions?
![Page 20: Building and Sustaining a Customer Centric Culture (by @peoplemetrics @katefeather)](https://reader034.vdocuments.net/reader034/viewer/2022051616/553872e84a7959016b8b47bf/html5/thumbnails/20.jpg)
hire, reward, manage
How we
![Page 21: Building and Sustaining a Customer Centric Culture (by @peoplemetrics @katefeather)](https://reader034.vdocuments.net/reader034/viewer/2022051616/553872e84a7959016b8b47bf/html5/thumbnails/21.jpg)
hire, reward, manage
How we
![Page 22: Building and Sustaining a Customer Centric Culture (by @peoplemetrics @katefeather)](https://reader034.vdocuments.net/reader034/viewer/2022051616/553872e84a7959016b8b47bf/html5/thumbnails/22.jpg)
make decisions
How we
![Page 23: Building and Sustaining a Customer Centric Culture (by @peoplemetrics @katefeather)](https://reader034.vdocuments.net/reader034/viewer/2022051616/553872e84a7959016b8b47bf/html5/thumbnails/23.jpg)
make decisions
How we
![Page 24: Building and Sustaining a Customer Centric Culture (by @peoplemetrics @katefeather)](https://reader034.vdocuments.net/reader034/viewer/2022051616/553872e84a7959016b8b47bf/html5/thumbnails/24.jpg)
work together
How we
![Page 25: Building and Sustaining a Customer Centric Culture (by @peoplemetrics @katefeather)](https://reader034.vdocuments.net/reader034/viewer/2022051616/553872e84a7959016b8b47bf/html5/thumbnails/25.jpg)
work together
How we
![Page 26: Building and Sustaining a Customer Centric Culture (by @peoplemetrics @katefeather)](https://reader034.vdocuments.net/reader034/viewer/2022051616/553872e84a7959016b8b47bf/html5/thumbnails/26.jpg)
talk about
What we
![Page 27: Building and Sustaining a Customer Centric Culture (by @peoplemetrics @katefeather)](https://reader034.vdocuments.net/reader034/viewer/2022051616/553872e84a7959016b8b47bf/html5/thumbnails/27.jpg)
talk about
We regularly tell stories about customers.
What we
![Page 28: Building and Sustaining a Customer Centric Culture (by @peoplemetrics @katefeather)](https://reader034.vdocuments.net/reader034/viewer/2022051616/553872e84a7959016b8b47bf/html5/thumbnails/28.jpg)
What we expect
![Page 29: Building and Sustaining a Customer Centric Culture (by @peoplemetrics @katefeather)](https://reader034.vdocuments.net/reader034/viewer/2022051616/553872e84a7959016b8b47bf/html5/thumbnails/29.jpg)
expect
What we
![Page 30: Building and Sustaining a Customer Centric Culture (by @peoplemetrics @katefeather)](https://reader034.vdocuments.net/reader034/viewer/2022051616/553872e84a7959016b8b47bf/html5/thumbnails/30.jpg)
Overall Cx Culture Score
Employee NPS (Engagement)
External Customer Experience
Summing It All Up
![Page 31: Building and Sustaining a Customer Centric Culture (by @peoplemetrics @katefeather)](https://reader034.vdocuments.net/reader034/viewer/2022051616/553872e84a7959016b8b47bf/html5/thumbnails/31.jpg)
Key Takeaways
![Page 32: Building and Sustaining a Customer Centric Culture (by @peoplemetrics @katefeather)](https://reader034.vdocuments.net/reader034/viewer/2022051616/553872e84a7959016b8b47bf/html5/thumbnails/32.jpg)
Performance differs across dimensions…
![Page 33: Building and Sustaining a Customer Centric Culture (by @peoplemetrics @katefeather)](https://reader034.vdocuments.net/reader034/viewer/2022051616/553872e84a7959016b8b47bf/html5/thumbnails/33.jpg)
One dimension is a strength for all.
![Page 34: Building and Sustaining a Customer Centric Culture (by @peoplemetrics @katefeather)](https://reader034.vdocuments.net/reader034/viewer/2022051616/553872e84a7959016b8b47bf/html5/thumbnails/34.jpg)
Being clear about expectations receives some of the highest scores overall.
![Page 35: Building and Sustaining a Customer Centric Culture (by @peoplemetrics @katefeather)](https://reader034.vdocuments.net/reader034/viewer/2022051616/553872e84a7959016b8b47bf/html5/thumbnails/35.jpg)
Expectation setting is necessary but not sufficient.
![Page 36: Building and Sustaining a Customer Centric Culture (by @peoplemetrics @katefeather)](https://reader034.vdocuments.net/reader034/viewer/2022051616/553872e84a7959016b8b47bf/html5/thumbnails/36.jpg)
One aspect that differentiates.
![Page 37: Building and Sustaining a Customer Centric Culture (by @peoplemetrics @katefeather)](https://reader034.vdocuments.net/reader034/viewer/2022051616/553872e84a7959016b8b47bf/html5/thumbnails/37.jpg)
“[We need to] create a culture where we empower our associates
to take action for our clients
[Because] we tend to lend lip service to this
but do a poor job of implementing this top down.”
![Page 38: Building and Sustaining a Customer Centric Culture (by @peoplemetrics @katefeather)](https://reader034.vdocuments.net/reader034/viewer/2022051616/553872e84a7959016b8b47bf/html5/thumbnails/38.jpg)
Practices from experts…
Hiring Practices
Empowering
Promoting
![Page 39: Building and Sustaining a Customer Centric Culture (by @peoplemetrics @katefeather)](https://reader034.vdocuments.net/reader034/viewer/2022051616/553872e84a7959016b8b47bf/html5/thumbnails/39.jpg)
One dimension has the greatest impact on Employee Engagement and Advocacy.
![Page 40: Building and Sustaining a Customer Centric Culture (by @peoplemetrics @katefeather)](https://reader034.vdocuments.net/reader034/viewer/2022051616/553872e84a7959016b8b47bf/html5/thumbnails/40.jpg)
![Page 41: Building and Sustaining a Customer Centric Culture (by @peoplemetrics @katefeather)](https://reader034.vdocuments.net/reader034/viewer/2022051616/553872e84a7959016b8b47bf/html5/thumbnails/41.jpg)
Practices from experts…
Employee Opinion
Solid Actions
Cooperation and Trust
![Page 42: Building and Sustaining a Customer Centric Culture (by @peoplemetrics @katefeather)](https://reader034.vdocuments.net/reader034/viewer/2022051616/553872e84a7959016b8b47bf/html5/thumbnails/42.jpg)
Culture Employee
Engagement
Customer Experience
![Page 43: Building and Sustaining a Customer Centric Culture (by @peoplemetrics @katefeather)](https://reader034.vdocuments.net/reader034/viewer/2022051616/553872e84a7959016b8b47bf/html5/thumbnails/43.jpg)
Let’s go on a road trip…
to success.
![Page 44: Building and Sustaining a Customer Centric Culture (by @peoplemetrics @katefeather)](https://reader034.vdocuments.net/reader034/viewer/2022051616/553872e84a7959016b8b47bf/html5/thumbnails/44.jpg)
Measure
Prioritize
Plan
Re-measure
The Journey to Customer Centricity
Act
![Page 45: Building and Sustaining a Customer Centric Culture (by @peoplemetrics @katefeather)](https://reader034.vdocuments.net/reader034/viewer/2022051616/553872e84a7959016b8b47bf/html5/thumbnails/45.jpg)
The Cx Culture Score correlates with customer perceptions of your experience.
![Page 46: Building and Sustaining a Customer Centric Culture (by @peoplemetrics @katefeather)](https://reader034.vdocuments.net/reader034/viewer/2022051616/553872e84a7959016b8b47bf/html5/thumbnails/46.jpg)
A customer centric culture has a positive impact on employee NPS.
![Page 47: Building and Sustaining a Customer Centric Culture (by @peoplemetrics @katefeather)](https://reader034.vdocuments.net/reader034/viewer/2022051616/553872e84a7959016b8b47bf/html5/thumbnails/47.jpg)
There are 5 dimensions present in customer
centric cultures.
![Page 48: Building and Sustaining a Customer Centric Culture (by @peoplemetrics @katefeather)](https://reader034.vdocuments.net/reader034/viewer/2022051616/553872e84a7959016b8b47bf/html5/thumbnails/48.jpg)
Expectation setting is necessary but not sufficient.
![Page 49: Building and Sustaining a Customer Centric Culture (by @peoplemetrics @katefeather)](https://reader034.vdocuments.net/reader034/viewer/2022051616/553872e84a7959016b8b47bf/html5/thumbnails/49.jpg)
Top Cx performers align their hiring,
rewards, and management practices.
![Page 50: Building and Sustaining a Customer Centric Culture (by @peoplemetrics @katefeather)](https://reader034.vdocuments.net/reader034/viewer/2022051616/553872e84a7959016b8b47bf/html5/thumbnails/50.jpg)
Questions?